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Title: Building Brandwidth: Closing the Sale Online by Sergio Zyman, Scott Miller ISBN: 0066620600 Publisher: HarperCollins Pub. Date: 05 October, 2000 Format: Hardcover Volumes: 1 List Price(USD): $27.00 |
Average Customer Rating: 3.43
Rating: 3
Summary: Count Online Success in Sales Dollars--Nothing Else
Comment: I'm glad I listened to the three-hour abridged tape set while driving in the car, rather then spend even more time focused on reading the book.
There's not much new material here, but the main point of Brandwidth: Closing the Sale Online is earthshaking! When counting online success, only dollars count--not hits, visits, looky-lous--just sales revenue.
For that point alone and all the supporting information, listening to this abridgement was worth my time.
Rating: 5
Summary: Customer by Customer...Sale by Sale
Comment: In an article which appeared in Business2.Com (May 15, 2001), Paul David is quoted as follows: "There will be profitable dot-coms in the long run. The difficulty has been that the Internet was not developed as a platform for business. Radio was created as a way to signal ships at sea. It was taken up for development by the Navy, which released it to the public after the First World War. In much the same way, the National Science Foundation dumped the Internet into the private sector. Fortunes have been made from the Internet, and more will be made with the Internet but [other than] conducting auctions, we still have to figure out how to make money on the Internet." Zyman and Miller think they have done that.
As indicated in The End of Marketing as We Know It, Zyman can become (shall we say) a tad overheated when making a point. However, as most "e-tailers" have demonstrated, achieving and then sustaining profitability online has proven to be difficult (if not impossible) as the inadequacies and vulnerabilities of the so-called "New Economy" are exposed by ferocious competition. I agree with Zyman and Miller that marketing must make something happen: "it's got to sell stuff."
In the Introduction, Zyman and Miller explain that they will help the reader to understand "the new forces in marketing and how they're being used by some of the most successful companies on the Net." Also, to provide "the fundamental principles of e-marketing and the most important result of e-marketing: building brandwidth." The material is organized within twelve chapters, followed by an Epilogue in which the authors discuss "The Beginning of Marketing as We Will Know It." They conclude Chapters 3-12 with what they identify as "e-Lessons." For example, here's one from the conclusion of Chapter 12: "Destination is the foundation for all planning. You've got to develop strategy with a clear sense of where you're going. Start by defining the future -- and probably more than one possible future....Be objective and use the best available information to define various scenarios. Define your brand's position in the future. That's destination." Most of such lessons are not original but all are valuable reminders.
For whatever reasons, others have not rated this book as highly as I do. It makes sense for you to read all of the reviews and then decide for yourself if this is a book worthy of your time and attention. My own opinion is that Zyman and Miller offer a wealth of core concepts, strategies, and tactics to consider. Their "e-Lessons" effectively sum up key points in the chapters which they conclude. The intellectual energy in this book is comparable with intellectual energy emanating from other works such as The Cluetrain Manifesto and Leading the Revolution. In months and years to come, all organizations will be involved on a perilous journey. To their decision-makers, Zyman and Miller offer these suggestions: "Keep your eye on the road ahead. Never let the competition take your focus off your customers and the destination you define as your place in their lives." Bon voyage!
Rating: 2
Summary: What a disappointment!
Comment: I loved Zyman's earlier book, so I expected more of the same. But not until page 82 did I encounter a single fresh idea or interesting example. This reads like the outline for a book that was slapped together. It's not that the advice is wrong. It's good advice, but there is no depth and no originality to it, and very little worthwhile content.
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Title: The End of Marketing as We Know It by Sergio Zyman ISBN: 0887309836 Publisher: HarperCollins (paper) Pub. Date: 07 November, 2000 List Price(USD): $15.95 |
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Title: The End of Advertising as We Know It by Sergio Zyman, Armin Brott ISBN: 0471225819 Publisher: John Wiley & Sons Pub. Date: 06 September, 2002 List Price(USD): $27.95 |
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Title: A New Brand World: Eight Principles for Achieving Brand Leadership in the 21st Century by Scott Bedbury, Stephen Fenichell ISBN: 0670030767 Publisher: Viking Press Pub. Date: 28 February, 2002 List Price(USD): $24.95 |
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Title: The Fall of Advertising and the Rise of PR by Al Ries, Laura Ries ISBN: 0060081988 Publisher: HarperBusiness Pub. Date: 20 August, 2002 List Price(USD): $24.95 |
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Title: Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe, Sergio Zyman, Marc Gob ISBN: 1581150784 Publisher: Allworth Press Pub. Date: 15 January, 2001 List Price(USD): $24.95 |
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